Dive Brief:
- Continuing its digital store collaboration, J. Crew has teamed up with the experiential e-commerce company Obsess to create the holiday version of its virtual store, the retailer announced via email to Retail Dive on Monday.
- The store has an AI card generator that lets shoppers answer questions to receive a greeting card based on their answers. It also has a ski game that lets players ski around red flags to avoid trees in their pathway, according to the announcement.
- Customers can also participate in a digital scavenger hunt to win a cashmere gift and browse the retailer’s winter and holiday apparel. The store is designed as a snow lodge for women’s apparel and accessories and a separate ski chalet for menswear.
Dive Insight:
With the launch of its holiday edition, J. Crew is leaning further into the virtual store trend. The brand debuted its previous virtual store in June to celebrate the company's 40th anniversary. At that time, the retailer offered a catalog cover pop quiz and a scavenger hunt game within the digital space.
In the past year or so, Obsess has collaborated with multiple retailers to build virtual representations of their brands, including Crocs, Laura Mercier, Elizabeth Arden and Laneige. To help more brands and retailers create their virtual stores, Obsess introduced its Ava by Obsess tool in April, which lets companies create and customize their 3D e-commerce spaces.
Meanwhile, other technology companies have ventured into the space to help retailers build immersive online stores. In November last year, Emperia partnered with Bloomingdale's to create a multi-brand virtual store for the holidays featuring brands like Ralph Lauren, Chanel and Nespresso. That same month, Emperia teamed up with Lacoste to launch its virtual store. The two collaborated again in July to create another virtual store centered around Lacoste’s summer collection.
